Jägermeister launches first super-premium product in eight decades

Jägermeister is aiming to move away from its shots-at-the-bar image by launching the first super-premium incarnation in the brand's 80-year history.

Jägermeister is aiming to move away from its shots-at-the-bar image by launching the first super-premium incarnation in the brand's 80-year history.

This month, the herbal liqueur brand is launching the spirit to select high-end bars, restaurants, hotels, and clubs.

Named Jägermeister Manifest, the line extension adds botanicals to the 56 herbs, roots and spices in the brand's original recipe and has a higher ABV of 38% - all made with the discerning drinker in mind.

Premium sales are currently responsible for the majority of spirits growth, particularly in the on-trade where Jägermeister has suffered from an image problem.

End of year CGA strategy statistics show that one in five spirits sold is now a premium product.

The same data also shows that consumers are willing to pay up to 24% more for a cocktail that has been served correctly, highlighting the growing demand for quality.

"Jägermeister Manifest not only reflects our leadership in herbal craft and our investment in the growing premium spirits category, it also signifies a shift in perceptions of the Jägermeister brand," Nicole Goodwin, marketing director, Mast-Jaegermeister UK, said.

She added that Jägermeister has been developing close-working relationships with the UK bartenders and trade partners with the original recipe, and are now looking to build on their customer-base while tapping into the demand for premium drinking experiences.

For years, Jägermeister has been closely associated with the Jägerbomb - a shot of the spirit mixed with Red Bull and other energy drinks.

Manifest draws on the brand's heritage, using a clear bottle and a traditional version of its stag emblem to set its new product apart from its entry-level one.

The product also calls on heritage, by opting for a clear bottle and featuring the brand's stag emblem.

The liquid is made using a two-fold maturation process and is double-barrelled matured in both small and large oak casks for over a year.